Cheryl Nakata - Beyond Hofstede: Culture Frameworks for Global Marketing and Management

Beyond Hofstede

Culture Frameworks for Global Marketing and Management

Edited by

Cheryl Nakata

Associate Professor of Marketing and International Business, University of Illinois-Chicago

Selection and editorial content Cheryl Nakata 2009
Individual chapters the contributors 2009

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First published 2009 by
PALGRAVE MACMILLAN

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ISBN-13: 978-0-230-20239-9 hardback
ISBN-10: 0-230-20239-X hardback

This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin.

A catalogue record for this book is available from the British Library.

Library of Congress Cataloging-in-Publication Data

Beyond Hofstede : culture frameworks for global marketing and
management / [edited by] Cheryl Nakata.
p. cm.
Includes index.
ISBN 978-0-230-20239-9 (alk. paper)

1. MarketingCross-cultural studies. 2. ManagementCross-cultural
studies. 3. International tradeSocial aspects. I. Nakata, Cheryl.

HF5415.B4455 2009
658.84dc22 2009013619

10 9 8 7 6 5 4 3 2 1
18 17 16 15 14 13 12 11 10 09

Printed and bound in Great Britain by
CPI Antony Rowe, Chippenham and Eastbourne

This book is the result of the collective efforts of many, beginning with the contributing authors: Wendi L. Adair, Eric J. Arnould, Sren Askegaard, Mary Yoko Brannen, Donnel A. Briley, Nancy R. Buchan, Xiao-Ping Chen, C. Samuel Craig, Claudia Dale, Susan P. Douglas, P. Christopher Earley, Elif Izberk-Bilgin, Dannie Kjeldgaard, Leigh Anne Liu, Fiona Moore, Piers Steel, Vas Taras. These leading management and marketing scholars from universities around the world were broached in October 2007 to write a research monograph on new frameworks and perspectives on culture, going beyond the dominant Hofstede paradigm. In the following spring, they generously provided chapters distilling their expertise and latest research.

To share and discuss these ideas, a symposium was held in Chicago on May 2325, 2008 at the University of Illinois at Chicago (UIC). The authors, along with UIC faculty and students, came together in rich exchanges about culture and its implications for global marketing and management. Dean Stefanie Lenway, Associate Dean Abagail McWilliams, Department Head Mark Shanley, and Professor Thomas Murtha of UICs College of Business Administration graciously supported the symposium. Professor Elif Izberk-Bilgin, Co-Chair of the symposium, as well as doctoral students Kelly Weidner and Esi Abbam Elliot, helped to organize and make the event a success. Faculty members Joseph Cherian, Benet DeBerry-Spence, and Jelena Spanjol facilitated the discussions.

Finally but no less important were friends, family, and supporters who cheered the book project from start to finish, including Adele, Angela, Barbara, Cindy, Estelle, Jim, Linda, Maisie, Pat, Phil, and Tami. To all authors, UIC faculty and students, and family and friends, the book is gratefully dedicated.

The New Yorker is acknowledged for copyright permission for cartoons appearing in of this book.

Wendi L. Adair (, Ph.D., Northwestern University) is Assistant Professor of Organizational Psychology at the University of Waterloo. Professor Adairs research and teaching focus on communication, negotiation, and teams in the global marketplace. Her research on reciprocity in cross-cultural negotiations received awards from the American Psychological Association and the International Association for Conflict Management. Professor Adairs research appears in journals including Journal of Applied Psychology, Organization Science, International Journal of Conflict Management, and Negotiation and Conflict Management Research, and in multiple edited volumes.

Eric J. Arnould () is Distinguished Professor of Sustainable Business Practices at the University of Wyoming. He holds a Ph.D. in cultural anthropology and worked as a consultant on economic development problems in many West African countries before becoming a full-time marketing academic in 1990. Eric has taught at the University of Nebraska; University of Colorado-Denver; Cal State University Long Beach; University of South Florida; University of Southern Denmark; University of Ljubljana, Slovenia; Bilkent University, Ankara, Turkey; and EAP-ESCP, Dauphine University, and IAE-Sorbonne all in Paris, France. Professor Arnoulds research on consumer culture theory, economic development, services marketing, and marketing channels in developing countries appears in many social science and managerial periodicals and books.

Sren Askegaard () is Professor of Marketing at the University of Southern Denmark. He has a postgraduate Diploma in Communication Studies from the Sorbonne University, Paris and Ph.D. in Business Studies from Odense University, 1993. He has been employed to teach at the following universities for shorter or longer periods of time: Bilkent University, Turkey; ESSEC, Universit de Savoie, ESC Clermont-Ferrand, and Universit de Lille 2, France; Lund University, Sweden; Suffolk University; and University of California, Irvine, USA. His research interests generally are in the field of consumer culture theory and commercial symbolism, and his research has been published in numerous international journals and anthologies. He is the co-author of a major European textbook on consumer behavior.

) is the Spansion Chair of Multicultural Integration at the Lucas Graduate School of Business, San Jos State University and Visiting Professor of Strategy and Management at INSEAD, Fontainebleau, France. She received her MBA with emphasis in International Business and Ph.D. in Management with a minor in Anthropology from the University of Massachusetts at Amherst, and a BA in Comparative Literature from the University of California at Berkeley. Her research focuses on ethnographic approaches to understanding the effects of changing cultural contexts on technology transfer, work organization, and multinational mergers and acquisitions. Her non-academic interests include dressage, Japanese brush painting, and Zen Buddhism.